In 2016 the Association of Mortgage Intermediaries estimated there were around 12,000 brokers with a further 4,000
IFAs writing mortgages occasionally. The majority of which are all selling the same products from all of the UK's 200+ mortgage lenders which means you're competing against a hell of a lot of advisers.
There is an answer to this - niche marketing!
Niche marketing allows you to scientifically sell by understanding the mind or your buyer.
Once you can define the persona of your ideal client by finding out things like their age, what they do, where they live, what their hobbies are, what their challenges, fears and pains are it makes it easier for you to target your marketing to them and to agitate their current undesirable situation in your message to elicit a response from them.
Then you can carefully position yourself and your offer as the vehicle to bridge the prospect from their current position to their desired situation.
When you can achieve you create a pull effect where clients will come to you rather than you chasing clients, you will no longer be competing with other firms which means you are no longer competing on price so can charge more for your services.